Vietnam is experiencing a remarkable surge in international tourism, attributed to its open visa policies, diverse travel offerings, and expanded international flight networks. According to data from Google Destination Insights, searches for tourism in Vietnam have seen an increase of approximately 10% to 25%, placing the country seventh globally in terms of growth. Notably, Vietnam is the only Southeast Asian destination to rank in the top ten, outpacing competitors like the Philippines (18th), Singapore (25th), Thailand (36th), Indonesia (37th), and Malaysia (39th).
Among the most searched cities by international tourists are Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc, Nha Trang, Hoi An, Vung Tau, Da Lat, Phan Thiet, and Hue. Vung Tau and Ninh Binh have recorded the highest growth rates, exceeding 75%. The majority of searches for Vietnam tourism originate from markets such as the United States, India, Australia, Japan, Singapore, South Korea, the UK, Taiwan, Malaysia, and Hong Kong.
The United Nations World Tourism Organization (UNWTO) reports that visa exemptions can boost international tourist numbers by 5% to 25%, depending on the scale of implementation and the destination's capacity. In Vietnam, the introduction of visa exemptions has significantly contributed to the growth of international arrivals. For instance, when Vietnam exempted visas for visitors from the UK, France, Germany, Spain, and Italy in 2016, tourist numbers increased by 10.1%.
In 2023, Vietnam expanded its visa-free stay policy from 15 days to 45 days for 13 countries and introduced e-visas allowing stays of up to 90 days for all nations. This strategic move has led to a substantial increase in international arrivals. In 2024, Vietnam welcomed 17.6 million international tourists, recovering approximately 98% of its pre-pandemic numbers from 2019. Recent statistics from the General Statistics Office indicate that in April 2025, Vietnam received an estimated 1.65 million international visitors, reflecting a 6% increase year-on-year. Over the first four months of 2025, the total number of international arrivals reached nearly 7.67 million, marking a 23% increase compared to the same period in 2024.
Experts attribute Vietnam's appeal as a top tourist destination to several factors, including the government's open policies, a wide range of attractive tourism products, and the ongoing development of modern infrastructure. The tourism sector is diversifying its offerings, catering to interests ranging from cultural and nature tourism to beach resorts and urban exploration. Newer products, such as agricultural tourism, railway experiences, health tourism, and sports activities, are also gaining traction among international visitors.
Despite still developing compared to more established tourist markets, Vietnam's tourism infrastructure is undergoing significant upgrades. Investments in modern facilities and improved transportation networks, including air, land, and sea connections, are making it easier for international travelers to access various destinations within the country.
Additionally, Vietnam enjoys a stable security situation, which remains a top priority for international travelers. The country has actively launched numerous tourism promotion campaigns targeting key markets, enhancing its image and brand as a travel destination. Currently, the National Administration of Tourism of Vietnam is hosting a promotional market activation program to introduce Vietnam's tourism offerings in France, Italy, and Switzerland from May 3 to May 14, 2025.
Looking ahead, 2025 is poised to be a pivotal year for Vietnam's tourism industry, with a goal of attracting 22 to 23 million international visitors. This ambitious target aligns with the government's broader economic growth objective of achieving an 8% increase in GDP. With a 23.8% rise in international arrivals during the first four months of 2025 compared to the same period last year, the outlook for Vietnam's tourism industry is incredibly positive. The impressive growth in destination searches further solidifies Vietnam's position as a leading travel choice, surpassing many competitors in the region.
As the world continues to recover from the pandemic, Vietnam's strategic policies and proactive measures are proving effective in revitalizing its tourism sector. The combination of a welcoming environment, rich cultural heritage, and diverse attractions is drawing visitors from around the globe, marking Vietnam as a bright spot on the international tourism map.